Reliability Test Result
The reliability test is an important instrument to measure the degree of consistency of an attribute
which is supposed to measure. As stated by Samuel A. Livingston (2018) Reliability refers to a
particular source of inconsistency in the scores (or possibly more than one). Reliability can be
equated with the stability, consistency, or dependability of a measuring tool. Cronbach's alpha is
one of the most commonly accepted measures of reliability. It measures the internal consistency
of the items in a scale. It indicates that the extent to which the items in a questionnaire are related
to each other. It also indicates that whether a scale is one dimensional or multidimensional. The
normal range of Cronbach’s coefficient alpha value ranges between 0-1 and the higher values
reflects a higher degree of internal consistency. Different authors accept different values of this
test in order to achieve internal reliability, but the most commonly accepted value is 0.70 as it
should be equal to or higher than to reach internal reliability (Hair et al., 2003).
Table 4.2: Cronbach's Alpha for each field of the questionnaire
No. Field
1.
Key customer focus
2.
Organizing around Customer relationship management
3.
Customer knowledge management
4.
Customer relationship management-based Technology
5.
Market performance
6.
Entire
Source: Field Survey (2022)
Number
of items
8
8
12
11
13
52
Cronbach’s
Alpha
0.888
0.934
0.900
0.823
0.933
0.968
The Cronbach’s coefficient alpha was calculated for each field of the questionnaire. The table 4.2
shows the values of Cronbach’s Alpha for each field of the questionnaire and the entire
questionnaire. For the fields, values of Cronbach's Alpha ranged from 0.823 and 0.934. This range
is considered high as the result ensures the reliability of each field of the questionnaire. Cronbach's
Alpha equals 0.968 for the entire questionnaire which indicates excellent reliability of the entire
questionnaire. Therefore, based on the test, the results for the items are reliable and acceptable.